LONDON — When your ad is spreading across TV, pre-roll video, in-stream ads, mobile, tablet and umpteen other platforms, how do you begin to measure its success?
That is one of the key challenges occupying the minds of brands and their agencies these days. And it’s certainly one troubling GroupM unit Mindshare.
“One of the biggest challenges that we have today is that the way in which we measure the effectiveness of each of … touchpoints is very different across different types of video,” according to Mindshare’s programmatic marketing head in the U.K. Ruth Zohrer.
“What is important is to settle on a consistent set of metrics that we can use in a longer time continuum so we can start creating benchmarks for clients and start gauging whether the activity is successful … on a much broader set of KPIs.”
The usual suspects like comScore, Nielsen and many others are scrambling to bring together measurement metrics from a range of platforms in to a single, cross-media view.
That can show the numbers along the way, but Zohrer also wants consistency about the way campaign success is measured.
“It’s not so much about having the perfect tool,” she tells Beet.TV, in this video interview. “It’s about having agreement as to how you will gauge the success of a given type of content on a platform determined to drive a specific outcome.”
“That today is something that we haven’t come together as an industry on. One of the biggest things that we’re looking to encourage as an agency and as part of GroupM is to create that consistent set of metrics that we use to be able to gauge the return on investment that our clients have from different points of video.”